As South Africans begin to emerge from one of their most challenging periods to date, Tendai ‘The Beast’ Mtawarira offers them an empowering message of their own resilience, of their strength, and their ability to triumph over adversity. Chosen as brand ambassador for Husqvarna South Africa, The Beast is taking them all to task in a powerful new brand advertisement.
In a display of his extraordinary physical and mental grit, his story reminds people that no journey comes without rough terrain. Similarly, perseverance, tenacity and power are words that underpin Husqvarna’s own ethos.
Creative director Maria Bronzin, from Durban’s Studio 031, had a clear objective with the visuals for Husqvarna’s very first brand advertisement. ‘Husqvarna is all about state-of-the-art outdoor equipment, and it was easy to parallel Beast’s own physical prowess with these powerful machines, which in real-time was quite awesome to watch. The production was shot at night, just after the last lifting of lockdown, with Covid-19 protocols in place, and major time constraints, not to mention some of the remarkable physical exertions required of Beast.’
The shoot posed many hurdles of its own, a fitting backdrop to Beast’s baritone voiceover, instructing viewers to see ‘possibilities’ over ‘problems’. ‘We decided to launch the brand campaign at this particular moment since it has been such a testing time for everyone, on both a local and global scale,’ explained Jenna Robinson, regional marketing manager for Husqvarna Africa.
She added, ‘The story we had to tell was about resilience and reliability, delivered through this visual that has such resonance for us all, not just the industries we service. Husqvarna is committed to benefitting both the industries and the homeowners we support through our sustainable innovations. We have a number of programmes and products that speak to that commitment.’
Husqvarna is reminded too, of the heroic role the media has played more recently in empowering South Africans with knowledge and information, vital in navigating the unchartered road ahead to rebuilding our economies, and our spirits. Husqvarna South Africa’s poignant new brand advert reminds viewers of their potential to be heroes.